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The All-New 2009 Toyota Matrix Takes Asian American Films for a Test Drive

TORRANCE, Calif., -- The Toyota Matrix is the official vehicle sponsor of the 31st Asian American International Film Festival (AAIFF), running July 10 through July 19, 2008.

The festival takes place in New York City, and reaches an audience of more than 25,000 during the eight days. Proudly known as "The First Home to Asian American Cinema," the AAIFF was the nation's first festival dedicated to screening works by media artists of Asian descent and about the Asian community. Presented by Asian CineVision in association with Asia Society, it continues to be the leading showcase for Asian American film and video.

"Toyota is proud to be a part of such a historical event that supports the Asian American film industry," said Dionne Colvin, National Advertising Strategy Planning Manager. "As the official vehicle sponsor of the AAIFF, Toyota encourages and promotes rising talent in the Asian community."

Toyota Matrix will be involved with several events throughout the week-long festival, including providing a shuttle service that will transport guests from the screenings to the after-parties. Prior to the festival, Toyota Matrix will also sponsor an online scavenger hunt where festival fans can search for clues and submit their findings to the AAIFF website. The answers for the scavenger hunt will be on Matrix's very own Asian American cinema site, http://www.thedirectorschairsite.com/. The site features the latest interviews, movie reviews and special insider information on the Asian American film industry. Winners of the scavenger hunt will redeem tickets to select screenings and other festival prizes.

The festival will open on Thursday, July 10, with the East Coast debut of "Princess of Nebraska," marking acclaimed director Wayne Wang's return to indie filmmaking. The opening night presentation will be followed by a gala reception at the Asia Society.

On Saturday, July 19, the festivities will close with "Ping Pong Playa," the first narrative feature film from Academy Award-winning director Jessica Yu. Also on closing night is the awards ceremony, where the AAIFF will present awards in seven different categories, including Emerging Director and Excellence in Short Filmmaking.

"Toyota, while tapping into this niche of cinema culture, is demonstrating that it is savvy about reaching out to not only the content creators but this most desirable demographic as well," said John C. Woo, Acting Director of Asian CineVision.